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Show 7 ; : . . , The Psychology of Advertising The enormous increase in newspaper .advertising during the last few years has resulted because the business world has discovered that such -publicity appeals to the. human mind.' It moves people to action. The. reas.qh for this lies deep : in human consciousness. There is something in the biman mind that calls for some outside stimulus before be-fore it acts. Take, for instance, the way people respond to calls on them for philanthropise causes. They may know in a general way that a certain organization or movement is a fine philanthrophy. They may realize that' it would be a fine and charitable act to make a contribution to that movement. But the chances are 100 to 1, that they, will never give a- nickel, to it, unless someone calls on them and asks for a -subscription. . , Suppose that two public causes of" equal merit should desire such contributions from the people. Suppose that one of them should depend de-pend "upon the fact that the public knows all about its good work, and should make no further effort to. secui-e. funds. Meanwhile the other, cause sends out solicitors: from door to door. It 'is safe to say that the one that sends around the-solicitors-will get about 100 times . as much as the one that depends upon general public knowledge. This principle applies in winning patronage f or : a. place of business. busi-ness. The fact may be well known that a certain store is well con-. con-. ducted and gives good service.' But if it does not bring its service to the notice 'of the people in some conspicuous way, then it will make but slow progress. If it solicits trade in some conspicuous; way, of which newspaper advertising is' by far the most, efficient, economical, and practical, then it will stir the public to action, and its trade will, largely increase. In every city in the land, business-firms are going on to large success suc-cess by taking advantage of, this principle of human- nature. .: |